Plan de marketing digital para posicionar la cooperativa de transportes “San Gerardo” Ltda. de la ciudad de Riobamba

Abstract

The main objective of this study was to improve the position of a cooperative in the market of Riobamba city based on digital marketing strategies that contribute to the fulfillment of the objectives. For which an exploratory and descriptive research was developed with a qualitative-quantitative approach, as well as instruments and techniques were used. First of all, a direct observation was carried out through an observation sheet, as well as an interview with the manager of the company, through the interview guide and the adaptation of the RMG matrix, surveys with questions about two study variables (digital marketing and positioning) were applied to the people who made up the study population (AEP), as well as carried out an analysis of the current situation of the company using diagnostic matrices such as (MEFE, MEFI, SWOT, RMG) to identify strengths, weaknesses, opportunities and threats that the company faces to be able to take advantage and counteract each one of them. Once the information from the field investigation has been compiled, it is determined that the insttution shows a low brand positioning. Therefore, it is concluded that the preparation of the digital marketing plan will have a positive influence on the development of the company and its positioning. For this reason, it is recommended to develop the proposed plan to achieve the objectives.